Brand Guidelines Preview

Transcription

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2 Table of Contents Welcome to a new era a time to re-energize our university. This is a preview of our rebrand and many other exciting things to come. However, there s still work to be done. While we continue finalizing the details, please refrain from using any new content, logos, type, colors, etc. until full guidelines are provided TIMELINE BRAND ARCHITECTURE TONE OF VOICE TAGLINE LOGO TYPOGRAPHY

3 Timeline 03 OUR TIMELINE SEPTEMBER OCTOBER JANUARY President s Announcement A preview of the new identity Homecoming Limited use by select internal committees on all campuses Spring Semester Full use by all departments on all campuses

4 Brand Architecture 04 OUR STORY Written in our bold tone of voice, this story tells people what USF stands for. With incredible velocity, we advance communities and pioneer new higher education standards. We embrace the unknown, conquer it, and then do it again. We define ourselves not by a name, date, or city, but by the impact we have on the world. We share one goal. We transform lives.

5 Brand Architecture 05 OUR POSITION Our position articulates how we stand out from other universities. It s an internal line and should NOT be used as a tagline. United, we Shape the Future Our students, faculty, campuses, alumni, educators, etc. We impact international, national, and local communities our way. We will never slow down.

6 Brand Architecture 06 OUR BELIEFS This is what we all believe in and should make decisions against every single day. Ambition Over Tradition WE EPERIMENT WAYS TO REACH HIGHER AND ACHIEVE MORE. Collective Power WHEN WE WORK TOGETHER, THE HERD ONLY BECOMES STRONGER. Boundless Community WE USE OUR PLATFORM TO CREATE A GLOBAL ECHANGE OF IDEAS. Uncharted Terrain TO EMBRACE THE FUTURE, WE MUST EMBRACE THE UNKNOWN.

7 Tone of Voice 07 OUR PERSONALITY If USF were a person, this is how it would act, talk, and look. WE ARE BULLISH :to be confident or optimistic about something. WE ARE BOLD. We take on the world s most challenging problems and look for innovative solutions. WE ARE IMPACTFUL. We make positive change in our global communities and catalyze regional economic development. WE ARE UNITED. We seek new ways to combine diverse backgrounds and skill sets to maximize efficiencies. WE ARE STUDENT-CENTRIC. We commit to everyone s success, whatever success means to them. WE ARE LEADERS. We lead higher education and beyond by nurturing talent and valuing every opportunity to grow. WE ARE HERALDED. We are recognized for the world-class experiences and opportunities provided to all members of our USF community. WE ARE LOYAL. We treat each other with respect and integrity. We only do what is best for the entire university.

8 Tone of Voice 08 OUR PERSONALITY If USF were a person, this is how it would act, talk, and look. WE RE HERE TO CHANGE THE LIVES OF STUDENTS. USF: UNITED WE SHAPE THE FUTURE. Too cliché; United, we Shape the Future isn t a tagline. THIS IS WHY WE RE HERE: TO MAKE AN IMPACT ON OUR WORLD. TO SHAPE THE FUTURE. WE MAY BE YOUNG, BUT WE RE MAKING A GLOBAL IMPACT. Not bold enough. WE DEFINE USF NOT BY A NAME, DATE, OR CITY, BUT BY THE IMPACT WE HAVE ON THE WORLD. USF DOES THINGS DIFFERENTLY. WE ARE BULLISH. It s bold, but too cold. WE ARE BULLISH ENOUGH TO DO THINGS OUR WAY. USF IS #1 IN STUDENT SUCCESS BECAUSE WE RE A PASSIONATE, FORWARD-THINKING UNIVERSITY. Impact should come before facts. USF TURNS GRADUATION CHECKLISTS INTO A PERSONAL PATHWAY. THAT S WHY WE WERE RANKED #1 IN STUDENT SUCCESS.

9 Tagline 09 OUR TAGLINE Coming Soon.

10 Logo 10 INSPIRATION FOR THE BULL Our new bull symbolizes our collective power and drive to shape the future. THE BULL U OPTIMISTIC, UPWARD-ANGLED HEAD USF ST. PETERSBURG REGAL STANCE USF TAMPA STRONG BODY AND CURVED TAIL USF SARASOTA-MANATEE

11 Logo 11 UNIVERSITY LOGOS HORIZONTAL Our horizontal mark is our primary logo and should be used on most all brand materials. To remain consistent, it is important to only use the colors shown on this and the next page. CLEAR SPACE Be sure that there is enough clear space around the mark by using the distance between the bull s tail and horns as a measuring tool, defined here as. MINIMUM HEIGHT 60px (web) 0.25in (print) VERTICAL To keep our identity consistent, it is recommended to use the horizontal logo whenever possible. The vertical logo should only be used in special cases, for example, if a layout doesn t allow enough room for the horizontal mark to live at a readable size. MINIMUM WIDTH 60px (web) 0.25in (print)

12 Logo 12 UNIVERSITY LOGOS HORIZONTAL Our horizontal mark is our primary logo and should be used on most all brand materials. To remain consistent, it is important to only use the colors shown on this and the previous page. CLEAR SPACE Be sure that there is enough clear space around the mark by using the distance between the bull s tail and horns as a measuring tool, defined here as. THE BULL USF The new university logo will only replace our academic logo. The Bull USF and Bull U will still be used by, and only by Athletics. It should NOT be used for any academic purposes. The light background version should be used very sparingly, only in cases where a green background isn t feasible. MINIMUM HEIGHT 60px (web) 0.25in (print) VERTICAL To keep our identity consistent, it is recommended to use the horizontal logo whenever possible. The vertical logo should only be used in special cases, for example, if a layout doesn t allow enough room for the horizontal mark to live at a readable size. MINIMUM WIDTH 60px (web) 0.25in (print)

13 Logo 13 INSTITUTIONAL LOGOS The same clear space, color, and sizing rules apply to our institutional logos.

14 Logo 14 LOCKUP EAMPLES These are examples of how to pair a lockup with our university logo.

15 Typography 15 TYPOGRAPHY The Chap typeface reimagines the traditional serif and shares characteristics with the pointed horns and angular edges of our new bull. Chap TRADE GOTHIC The modern Trade Gothic typeface reflects the s boldness and strength. Regular CONDENSED NO18 Regular- Italic Semibold BOLD CONDENSED NO20

16 Conclusion 16 This isn t just any school, so it s not just any brand. Each of us plays a role in sharing it with the world consistently and confidently. If you have any questions on what to do or need something approved in the interim, visit: usf.edu/brand. 17

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